Comments on: Radio lags, but shouldn’t http://www.borrellassociates.com/wordpress/2009/10/24/radio-greatest-potential-weakest-realization/ Tomorrow's Media, Understood Today Sun, 20 May 2012 07:45:51 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Gordon Borrell http://www.borrellassociates.com/wordpress/2009/10/24/radio-greatest-potential-weakest-realization/comment-page-1/#comment-515 Gordon Borrell Sat, 31 Oct 2009 17:22:16 +0000 http://www.borrellassociates.com/wordpress/?p=149#comment-515 All the more reason to expend resources on online media. If the radio industry attacked today's "new media" the way they attacked the new media of the 1950s, they'd own it. Fifty years ago, there was lots of investment with the intent of leveraging their radio broadcast knowledge into becoming the No. 1 TV station. Why are so many of them satisfied with having Web sites that look like graveyards for logos and banner ads? Why aren't they intent on becoming the No. 1 local Web site and reaching the audience they've lost? It's not because the digital managers don't "get it." I think it's because the CEOs and chairmen don't get it and starve their digital folks of resources. All the more reason to expend resources on online media. If the radio industry attacked today’s “new media” the way they attacked the new media of the 1950s, they’d own it. Fifty years ago, there was lots of investment with the intent of leveraging their radio broadcast knowledge into becoming the No. 1 TV station. Why are so many of them satisfied with having Web sites that look like graveyards for logos and banner ads? Why aren’t they intent on becoming the No. 1 local Web site and reaching the audience they’ve lost? It’s not because the digital managers don’t “get it.” I think it’s because the CEOs and chairmen don’t get it and starve their digital folks of resources.

]]> By: Brian Combs http://www.borrellassociates.com/wordpress/2009/10/24/radio-greatest-potential-weakest-realization/comment-page-1/#comment-514 Brian Combs Fri, 30 Oct 2009 15:35:48 +0000 http://www.borrellassociates.com/wordpress/?p=149#comment-514 Gordon, I suspect part of the problem is declining listenership, especially among the younger age groups. We all grew up listening to radio, but that has changed. Many of today's youth get their music from internet radio and MP3. Heck, the only radio they might own is the one in their car, and they probably don't know how to use that one. ;-) Certainly, the radio stations have the sales staff to grow, but if the demographics aren't there, then neither will the advertisers. Google grew into the largest online advertising channel with virtually no sales force (except for the largest advertisers and agencies). They had the visitors, however, so the dollars flocked there. Gordon,

I suspect part of the problem is declining listenership, especially among the younger age groups. We all grew up listening to radio, but that has changed. Many of today’s youth get their music from internet radio and MP3.

Heck, the only radio they might own is the one in their car, and they probably don’t know how to use that one. ;-)

Certainly, the radio stations have the sales staff to grow, but if the demographics aren’t there, then neither will the advertisers.

Google grew into the largest online advertising channel with virtually no sales force (except for the largest advertisers and agencies). They had the visitors, however, so the dollars flocked there.

]]>